10th anniversary Apple Music Festival to start Sept. 18 in London

Apple on Monday announced the 10th anniversary Apple Music Festival, which will run from Sept. 18 through 30 at London's Roundhouse.

The company will feature live and on-demand streaming of concerts through Apple Music. Acts performing at the event have yet to be revealed, but the company is promising gradual news leading up to the event through Snapchat, Twitter, and Beats 1 Radio.

Free tickets will be randomly awarded to U.K. residents, but applications have yet to open.

The event was previously called the iTunes Festival until Apple Music's launch in 2015. Prior to that year, concerts were broadcast on an assortment of platforms, even MySpace in 2010.

In 2015 the Apple Music Festival was also cut to 10 days from a previous 30, and had performances from Take That, Carrie Underwood, One Direction, The Weeknd, Pharrell Williams, and James Bay, among others.